New report from comScore and Pretarget suggests advertisers should move away from 'an addiction to clicks'

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The research firm comScore is promoting a new study that was conducted with the intent targeting company Pretarget that says that it is more important that Internet display ads are seen rather than whether they are clicked on, stressing "ad viewability" over clicks or impressions.

“Your ad being seen matters more than your ad being clicked – if you have a back-end conversion metric,” said Pretarget Founder Keith Pieper said in the press release accompanying the study. “After all, what good is an ad that can’t be seen? It’s intuitive that an ad must be seen to make an impact, and it’s even more intuitive than someone hovering and engaging with an ad might convert, even absent a click.”

The takeaway from the study (an infographic can be downloaded from the Pretarget website) is that "ad hover" interaction and "viewable impressions" had a higher conversion rather than mere gross impressions. The comScore/Pretarget concludes that "advertisers and media planners ought to break their addiction to clicks and instead look to more meaningful metrics for evaluating campaign performance.""The Pretarget study helps illuminate several critically important findings for the digital advertising community,” said Kirby Winfield, SVP of Corporate Development, comScore.

“First, it once again demonstrates the perils of relying on click-throughs for measuring the performance of display ad campaigns, with this metric showing virtually zero correlation with total conversions," Winfield said. "Secondly, it highlights why the viewable impression – which is now easily measurable through vCE – is significantly more meaningful than the unvalidated impression. Finally, this study shows why other non-click metrics of engagement, such as interaction or hovering, may be much more important in evaluating campaign performance than the click ever was. It’s time to start measuring the impact of campaigns using metrics that really matter, not just the ones that are most easily measured.”

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